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Trends Assessment Presentation #2, HTML5, 4-10-12
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Trends Assessment Presentation #2, HTML5, 4-10-12


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Trends Assessment Presentation on HTML5's Impact on Multiscreen Interactive Marketing

Trends Assessment Presentation on HTML5's Impact on Multiscreen Interactive Marketing

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  • Make sure to mention linking consumers, Coke, and WWF to help protect bears
  • Transcript

    • 1. Web Revolution: HTML5’s Impact on Multiscreen Interactive Marketing#HTML5 Andrew Baird 10 April 2012
    • 2. Presentation Outline HTML5 Empowers Consumers & Marketers Alike Interactive Ads on o Coca-Cola Arctic Home Campaign o USA Network’s “White Collar” Potential for Music Labels and Software Developers Mobile Targeting Increases Content Relevance Talented Designers Provide Competitive Advantage#HTML5 1
    • 3. 2012: The Year of Multiscreen Marketing Consumers are “always on” Need for personalized and relevant interactions#HTML5 2
    • 4. A Brief History of HTML HTML = Hypertext Markup language = core code used to build web pages Created by physicist Sir Tim Berners-Lee in 1990 #HTML5 3
    • 5. HTML5: Gaining Momentum Open and standard way to deliver rich media W3C has set 2014 for final approval Promoted by Steve Jobs as solution to Flash for iOS devices #HTML5 4
    • 6. HTML5 Developers Unite! September 2011: 34 of top 100 most trafficked websites incorporate HTML5 Faceweb: continuous mobile News feed updates AT&T HTML5 Android App Store #HTML5 5
    • 7. Coca-Cola’s Arctic Home Campaign Partnered with The New York Times to deliver consistent animated ad experience on, Times’ iPhone app, and iPad Safari browser First advertiser to run a single HTML5 interactive ad campaign across three major digital platformsOpportunities to Improve: Step-by-step moving images of user sending a text, donation reaching Coca-Cola, and concluding with World Wildlife Fund taking action to protect polar bears Enable users to visualize progression of donation to safety of polar bears #HTML5 6
    • 8. Arctic Home Ad on 7
    • 9. USA Network’s “White Collar” Worked with Glow Interactive to create rich media, over-the-page browser ad for premiere of “White Collar” on January 18, 2011 Employs FBI-themed game that integrates content from show and is playable within ad banner 2011 MediaMind Smart Ad award for the Americas & multiple other awardsOpportunities to Improve: Deploy ad across digital platforms to open up to potential new viewer segment #HTML5 8
    • 10. Potential Industry ApplicationsRecord Labels: Software Developers: Integrate audio/video from  Allow users to test out new artists into ad spaces integration features of software Capture personal information  Enable pieces of functionality to from cookies to display most be used with web page content relevant music/footage Integrated Pandora Radio  Leverage investment in mobile potential operating system #HTML5 9
    • 11. HTML5’s Future: Mobile Targeting Improves Relevance HTML5 helps sites/apps target increasingly mobile audiences Ability to extract personal information using social app logins will help marketers present more relevant content Alex Robinson Few limits to potential in industries and Web Designer consumer segments; 18-35 age group may be among first targets for advertisers #HTML5 10
    • 12. HTML5’s Future: Design Expertise is Crucial for Success Whether a brand, ad space provider, or interactive marketing firm, intricate design expertise is source for competitive advantage Potential digital web designer “arms race” where brands compete over talent with HTML5 Alex Robinson experience and its impact on multiscreen Web Designer marketing “They’ll need UI and user experience designers/researchers as well as strong mobile/web developers. HTML5 is the latest and greatest, so to stay one step ahead of the competition, you need some serious talent.” #HTML5 11
    • 13. Summary HTML5 already being used by 34 of top 100 websites with increased investments by major tech players Interactive multiscreen marketing facilitated by ability to develop consistent interactive experiences across platforms Coca-Cola and USA Network ads on provide glimpse into HTML5 potential in the future Mobile targeting will become a major opportunity for interactive marketing professionals leveraging HTML5 Talented HTML5 web designers are in demand and could provide competitive advantage for multiscreen marketing #HTML5 12
    • 14. Q&A#HTML5 13